Services Marketing
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Today\'s fast-paced, competitive business environment poses many challenges and opportunities for marketers. Whether an organisation offers a service as its core product, or provides services that facilitate the marketing of its physical products, sustainable competitive advantages can be obtained by delivering superior customer experiences. With the services sector being the major contributor to the economies of Australia, New Zealand and many other countries in the Asia-Pacific region, a number of interesting questions are raised: How do you ensure service quality? How can technology be leveraged in forming, facilitating and maintaining services interactions? How do you measure service success or failure? What do you do when a service fails to meet a customer\'s expectations? Services Marketing, First Asia Pacific Edition will help you answer these questions, and many more! Its thorough coverage of contemporary services marketing theory is perfectly complemented by a balance of real world examples drawn from both small to medium sized enterprises and multinational corporations operating in the Asia-Pacific region.
Format:Paperback
Language:English
ISBN:0470809698
ISBN13:9780470809693
Release Date:May 2007
Publisher:John Wiley & Sons
Length:512 Pages
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